Abstract
This Regional Spotlight focuses on the challenges of over-tourism facing some destinations in New Zealand and how it affects both the local communities hosting visitors and the brand image of the country. Like many destinations around the world, there is a need at the local level to understand how to better manage tourist flows and ensure sustainable development of tourism in New Zealand. The strain of over-tourism is being experienced differently throughout the country, with some towns and villages risking damage to their natural environment and residents' goodwill more than others. Over-tourism also threatens New Zealand's positive destination brand image strongly associated with picturesque landscapes and a clean and green natural environment. Thus, concerted action at all levels of government, together with the commitment of industry, and the authentic involvement of residents, is needed to adopt a sustainable market orientation to tourism development that genuinely meets the needs of present and future generations.